The global spirits business looks set to enter another round of deal‑making, as big groups seek greater scale amid softer demand, shifting tastes, and lingering inventory and economic pressures.
Just weeks after Brown‑Forman (BF.B) discussed a possible “merger of equals” with French giant Pernod Ricard (PRNDY), fresh reports on April 9, 2026, highlighted new interest in the company. The privately held U.S. rival Sazerac, owner of Buffalo Trace, Fireball, and Pappy Van Winkle, has also approached the Jack Daniel’s maker about a potential deal.
